For example, Apple ranked as the second-largest out-of-home advertiser for the quarter, behind only McDonald’s. The two brands led in overall 2017 spending, too.

Netflix, meanwhile, surged into the #4 spot as it doubled its out-of-home spend on a year-over-year basis. It was one of more than a quarter of the top 100 advertisers in out-of-home to double their spend from the year-earlier period. That list of advertisers includes LinkedIn, LogMeIn, and Zelle – each of which spent more in the first quarter than in any of the previous 5 years – and YouTube, among others.

Meanwhile, certain categories grew their investments in out-of-home at a much faster rate than the overall average. Those included:

Government, Politics & Organizations: +9.9%;

Miscellaneous Local Services & Amusements: +8.8%;

Insurance & Real Estate: +8.4%; and

Financial: +8.3%.

About the Data: OAAA notes that it “issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, place-based, and cinema advertising.”